Title page for ETD etd-03302010-121945

Document Type Master's Dissertation
Author Byers, Michael
URN etd-03302010-121945
Document Title The role of personality traits and motivation in determining brand ambassador performance in the alcoholic beverage industry
Degree MBA
Department Gordon Institute of Business Science
Advisor Name Title
Ms N Kleyn Supervisor
  • product management
Date 2007-04-06
Availability unrestricted

The research explored the role of personality traits and motivation in determining Brand Ambassador (BA) performance. Fragmentation in the media and consumers who are more aware of clever marketing, are turning to the more credible messages and advice on products or services spread by BAs within their circle of friends, before making purchasing decisions. Marketers seeking to recruit high potential BAs need to know what personality traits are required for a BA to be successful. By implication a BA is type of sales representative and using the sales literature as the platform, successful sales representatives require all Big Five personality traits of Extraversion, Agreeableness, Conscientiousness, Neuroticism and Openness to Experience as well as Motivation.

The NEO-FFI questionnaire was used to measure the Big Five personality traits, and was adapted to include a measure of Motivation. The questionnaire was completed by 120 BAs from the South African Breweries (SAB) Egoli region, who had a performance record. T-tests, multiple regression and correlation were the statistical techniques employed to test the relationships between personality traits, motivation and BA performance.

The outcome was that Conscientiousness was the only personality trait found tobe statistically significant. The results suggest that the BA rankings supplied by SAB were flawed. The reliability measures suggest that the NEO-FFI questionnaire needs to be adapted before being implemented in South Africa and a rating scale is a better indicator of performance proxy than ranking scale.

2006 , University of Pretoria. All rights reserved. The copyright in this work vests in the University of Pretoria. No part of this work may be reproduced or transmitted in any form or by any means, without the prior written permission of the University of Pretoria

Please cite as follows:

Byers, MPC 2006 The role of personality traits and motivation in determining brand ambassador performance in the alcoholic beverage industry, MBA dissertation, University of Pretoria, Pretoria, viewed yymmdd < http://upetd.up.ac.za/thesis/available/etd-03302010-121945/ >


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